“Traditional routes often leave the club lacking an element of creative input, we wanted to take back control of the look and feel of the strip for our fans.

"We believe this partnership will further allow us to engage with the fans to a much greater extent than previously experienced with manufacturing partners.

“The deal with LUKE 1977 and Fanatics represents a true partnership. All parties work collaboratively to deliver the very best product for our fans.

“As a club we are determined to lead the industry in every way that benefits our fans. We continually innovate off the field, providing the very best fan experience we can.”

Commenting on the announcement, LUKE 1977’s Creative Director, Luke Roper said, “As part of the pride and a lifelong Villa supporter, it is a huge honour to be asked to bring my 20 years of design experience to the creation of the new kits.

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“I have worked closely in collaboration with both Aston Villa and Fanatics, which demonstrates a fresh approach to design and a commitment to give more back to the supporters.

“Every time a Villa fan sees the kits, they will know that one of their own has been a part of the design process.”